Chew Plants Not Plastic

Client: Nuud

For founder-led start-up Nuud Chewing Gum, W Communications didn’t just chew up Big Gum, we spat them out. In doing so, we made Britain and the government question what it’s been unknowingly sticking in its gob since 1899.

Through a combination of science-based strategy and politically charged creative, we turned chewing gum from a throwaway habit into a full-blown public health scandal.

From unearthing a filthy secret that the industry’s been hiding for hundreds of years to descending on No. 10 to drive much needed change, this is a story of how we helped a start-up with a mission bite back at the big boys, land broadcast for days and deliver on the bottom line – with a 400% sales hike in Waitrose and multiple new listings at the likes of Ocado and Co-op – all while giving the government a mouthful of truth that’s left it gagging for reform.